Podcast: Digital Experience Optimization – Jon MacDonald

Jon MacDonald

This week on the Digital Velocity Podcast, Jon MacDonald, founder of The Good and author of “Behind The Click,” joins Tim and Erik to discuss how brands can optimize their digital experience.

Digital experience starts with a brand’s website and it can end there also. Jon says,

“Every element of your website is going to tell the customer something about why they do or do not want to work with you or buy from you.  The other option is your website just confuses them enough to look someplace else and realize that they don’t want to work with you, right? So, the key is to be able to recognize these moments along the digital journey and pinpoint what’s causing them at a deeper level.”

Brands should focus on creating a digital journey that not only converts but that is also engaging and easy to use before, during, and after conversion. Jon explains,

“So, the goal of digital experience optimization is really more to create an intuitive, cohesive path for customers to discover who you are, what you do to gather the information they need to make a decision and then to convert, and even after that conversion to make sure that they have a good relationship with your brand and they don’t regret that conversion decision. So, really all of these steps are important, and I argue they’re just as important as conversion optimization.”

The best way to improve your digital experience is to determine who your potential customers are and how best to meet their needs. Jon says,

“The best investment of your time is to understand your audience. Use that knowledge to help guide them to the best solution to their problem in the easiest, most effective, best possible way for them, which in turn is going to help you reach your customer goals and your company goals. Everybody wins. So many folks are focused on this conversion point without understanding why.”

Listen to this week’s episode to discover ways to enhance the digital experience for your customers.

About the Guest:

Jon MacDonald is founder of The Good, a digital experience optimization firm that has achieved results for some of the largest online brands including Adobe, Nike, Xerox, The Economist, and more. Author of three books on digital journey optimization and a frequent keynote speaker, he has been invited to share his expertise on important stages including Google and Autodesk. He knows how to get website visitors to take action.